Kenny Waterson

The Problem At Hand

Caloundra FC President, Nic Basile, wanted to utilise our Social Media Strategy services for the club’s current 2020 season. Highlighting all aspects of the club including their senior, junior and women’s program.

The target was to boost the club’s brand awareness and following in the footballing community. As well as generate player registrations online and at the club’s in-person registration day.

Our Social Media Strategy

Awareness Phase

Having been exposed to copious amounts of advertising in the football industry. We were excited to blow away the local football community on the Sunshine Coast with our campaign.

Much like that of a new FIFA trailer or player signing unveiling we wanted to produce a 1:00 minute promotional video to generate awareness.

Conversion Phase

For the conversion phase we thought of creating three individual banner images with players from each program (senior, women & junior) with the clubs motto along side. Which we could use Facebook’s detailed targeting. To convert online registrations and in-person attendees to the in-club registration day.

We also created a simple landing page for leads to enter their details and be forwarded onto the online registration portal. This provided a simple way that would make for an easier sign on process. It would also be a good tool to track how effective the ads we created were when comparing to final sign on numbers.

Execution

We shot all the pieces of content we needed over a couple hours down at the Meridan Sports Complex. With three players from each respected program at the club.

Distribution Strategy

Organic

We decided to upload the promotional video organically. To generate awareness utilising the clubs already established social media audience on Facebook and Instagram.

We uploaded a photo gallery from the individual and group banner photos to build anticipation for the upcoming season as well. Encouraging their existing audience to register online via the landing page we created.

Two days prior to the in-person registration day we created a Facebook event to gauge how many people would show on the day. Ensuring it stayed top of mind to capture as many registrations as possible on the day. If people who were exposed to the event couldn’t make it, we detailed where they could register online as well.

Paid

To generate awareness we boosted the promotional video through the Sunshine Coast community with a fairly broad target audience.

For the individual banners, our creative director and Caloundra FC president crafted three detailed target audiences suited for the senior, junior and women programs. Ensuring the ads were being shown to the right people.

Results

Online Lead Generation

The seven pieces of content we published in the lead up collectively generated 31 unique leads. Majority from the junior and senior program which was satisfying to see.

The leads that did not convert, we then had captured their data to retarget closer to the season opener down the track.

In-Club Registration Day

The club registered 43 individual at the in-club registration day. Whilst we didn’t have the foresight to record what channel the players had made them want to sign-on, the club attributed the solid numbers to our social media endeavours.

Numbers of new registered players would have been good data to record in future as well to measure the effectiveness of the campaigns further.

Brand Awareness

In the week period where we launched the advertising campaign on Facebook and Instagram the club yielded great awareness results.

• 347% increase in pages likes and follows,
• 227% increase in reach
• 22% increase in engagements
• 592% increase in video views

A standout result was the performance of our promotional video which registered 9.6K views, with 5.8K being unique accounts. This certainly exceeded our expectations on the awareness front and reinforced the power of high-quality video content.

Feedback

“It’s been fantastic for Caloundra and it’s something other clubs and codes should be using. I would definitely recommend Kenny and This & That Media!

Nic Basile, Caloundra FC President

Final Word

This was our first social media campaign of 2020. It was great to be able to help enhance our local clubs image on social media. As well as contribute to player registrations and attracting top-talent to their teams for this season.

We were able to refine our skills in content creation as well as our platform management and advertising capabilities.

If you are interested in finding out more about our Social Media Strategy Services, fill in the form here to book in for a consultation.